Wordsmith for Marketing
This week our class was asked to research various Google
Analytics technology partners that were of interest to us. In doing so we were
asked to find a solution application and how this can be applied in a marketing
perspective.
As
I browsed through several solution applications I came across Wordsmith for
Marketing. “Wordsmith for Marketing automatically creates sophisticated,
white-labeled client reports for marketing agencies. These reports prove an
agency's ROI in plain English, just like a human analyst. Wordsmith for
Marketing can save agencies $12,000 a month in labor wasted on reporting. In
over 6 pages of detailed written notes, tables, and charts, Wordsmith for
Marketing breaks down how each channel drove conversions. The report covers all
the agency's efforts, including SEO, advertising, social media, and content
marketing. The reports can be scheduled and automatically sent to clients every
week, month, or quarter. Best of all, the agency can review the entire report
before it goes out, edit every word, add charts and tables, and add a custom
conclusion.” (Google Analytics Partners, 2017).
In
this day and age companies are competing heavily in the digital world trying to
gain customers, followers, and recognition all while converting the paths of
their intended audience to a potential sale.
Companies are also tightening their belts, analyzing the productivity of
their employees as well as their operating systems. In doing so companies like
Belk are focusing their efforts and dollars more on the digital world to
compete with the heavy hitters. Now companies want to truly understand what
their return on investment truly is to make certain they are applying their
dollars where it counts.
Companies
such as Belk are revamping their marketing efforts and placing more emphasis on
their digital presence and marketing. Belk also sources marketing funds through
vendors who often times pay a percentage to advertise with us. Once these
specific marketing campaigns are costed out and co-op is collected the
marketing and advertising wheels are set in motion and the product is marketed
through Belk to the customer in a variety of ways. Once the campaign is
completed many vendors want to know the return on the amount of money invested.
Asking questions such as if the marketing campaigns were a success, what
opportunities do they have to better their efforts and what method was
successful. To gather this information for a select vendor is time consuming
not to mention gathering this type of information for several vendors and distributing
it. One also wants to internally analyze this information which is also time
consuming. Many hours in a week are wasted building, sorting, analyzing, and
distributing reports to analyze a company’s marketing efforts.
Marketing
Wordsmith would be a solution to this issue. While many hours are wasted
reporting your findings Marketing Wordsmith breaks down the reports in an easy
to understand manner and sends them out automatically! In addition to cutting
down time spent analyzing and creating reports it summarizes reporting in easy
to understand metrics. This application can assist a company because it covers
reporting aspects such as social median, advertising, SEO, and content
marketing. In addition, once the reports are generated they can further be manipulated
to break down the results in even easier terms for your clients to understand
utilizing graphs, charts and adding customization relative to each company.
With companies such as Belk this can be of great
assistance in the marketing departments, ecommerce departments also buying
areas as all the information is centralized and can be shared. The information
is easily understood and can be a beneficial solution to information that is
not easily shared in large companies with multiple departments that work
independently. Once the system is implemented it can allow you to understand
and realize where your marketing efforts and dollars can be invested to maximize
the companies return on their investments.
Retailers
are investing increasingly in their digital efforts as we continue to see more brick
and mortar locations closing. It would be very beneficial for a retailer such as
Belk to know exactly where their dollars are going. “ A new report from
eMarketer says that the US retail industry will spend $9.42 billion
this year on paid digital media. By 2017, that number is expected to grow to
$13.5 billion, representing a 10.5 percent compound annual growth rate.” (Gesenhues, 2013). With an estimated $13.5 billion
retailers are set to spend on paid digital media in 2017 it is imperative to analyze
and understand how that money is being spent.
References
Gesenhues, A. (2013). eMarketer: Retail
Industry Expected To Spend $9.42 Billion On Paid
Digital Media This Year. Marketingland. Retrieved September 18, 2017
from
Wordsmith for Marketing. (2017). In
Google Analytics Partners. Retrieved
September 18, 2017
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